Product InvolvementProduct involvement is commonly defined as a consumer‟s enduringperceptions of the importance of the product category based on theconsumer‟s inherent needs, values, and interests (e.g. De Wulf, OdekerkenSchröderand Lacobucci, 2001; Mittal, 1995; Zaichkowsky, 1985). Since itwas first introduced to marketing, the concept of involvement has beenextensively used as a moderating or explanatory variable in consumerbehaviour (Dholakia, 1997; 1998). It is regarded as a central framework, vitalto understanding consumer decision-making behaviour and associatedcommunications (Chakravarti and Janiszewski, 2003; Fill, 1999).
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